Have you ever wondered why consumers don't buy your products or use your services? This morning I woke up at 3:00 a.m. with that thought on my mind. I receive a lot of emails and I'm often asked that question over and over. "Laura, we are marketing but our products aren't selling."
The answer isn't as difficult as you think. Consumers go through a process when it comes to deciding what products to purchase and why they want them.Your marketing should educate them on why they need your product how it benefits them and why your product is valuable to them. If we don't answer these questions in our marketing we lose them as a potential customer.
Now, keep in mind that when writing the article I'm about to share with you I made the assumption that you have a good quality product or service that you are offering, so I didn't take into account that you are trying to sell junk. If your product or service is subpar and you know it, you should spend your marketing dollars on improving the quality of your product or your service before introducing it to consumers.
The five reasons I'm about to share with you represent the reasons that consumers don't buy when you are offering a good quality product that they could really use. These reasons may seem elementary to you, but you'd be surprised at how many businesses make the mistake of not take them into account when creating and developing their marketing strategy.
You can take this list of the top 5 reasons that customers don't buy and use it to evaluate your marketing message. I believe most of you will find that you have an "a-ha" moment and can resurrect and perfect your marketing message and begin gaining the sales you have been missing, which is why I got out of bed at 3:00 a.m. to write it.
Very true.
So true. You’ve summed it up nicely. One wonders where the recession will take us.
Laura, I take a slightly different slant on why customers don’t buy. Where we do agree is that potential customers/clients/buyers are not aware of the product/service. It is more than that. While they may be aware of it, it is the lack of knowledge about what they are being offered. They may, however, be aware of it but the lack of knowledge is a bigger factor.
A second point is that there ia always the fear about who is doing the selling — either the firm or the person doing the selling.
Sometimes both these fit into the “let the buyer beware” syndrome.
Even without the lack of knowledge about what is under consideration or the product/service or the seller, many people do buy it.
Then it comes down to the real reason that keeps people don’t buy or that they found that what they bought was not right. It is the fear of being critisized by their own conscience or others that a wrong decision will or has been made.
What convinces people to buy or not is the belief the they can talk with confidence and intelligence, and without the fear of embarrassment, about their decision to buy or,for that matter, not to buy.
People only buy, whether they realize it or not, is that by doing so they are seen as being a better person in their own and/or others’ eyes.
No one, purposefully, buys a product or service to downgrade themself. They may found out the decision did but that was not the intention.
Hi Laura, please i need an advice from you.
Actually am promoting paints but still this month is really very difficult because normally people dont paint their house from january – july but still i have to achieve my targets which are really tough. wot should i do please?
one good thing in your marketing that your uses easy language to make understand that broadens mind fix in mind easily.
Hi Laura,
I have started a small resturent for two months before but still i did not get good response.
after the reading of your blog i realised top five reason the customer not buy our food:-
1. service is not good
2. Food quality is not constant
3. Publicity
4. Sitting arrangment
5. Food range
It’s a very good post I have come across.I really like this post very much.It’s a very appreciated post.Thanks for sharing.Keep blogging.
Thanks for the insight! There is a lot of helpful information within those links.
rapid income creator
thanks for this insightful article. i am sure it will help me in managing my salon in a small town all the way here in Ghana, africa.
These top 5 can never be overstated.
As a corporate trainer of franchisees, these are a priority in customer service training. No matter what your volume is, these are applicable in any retail or sales situation.
Good Stuff!
hi how are you?
my problem is that iam student of university and teacher give us assignment WH questions about product problems solution and reason if you help me?
Q.1) why people doesnot buy a product?in past people purchased what problems in their products?
Q.2)what customer want your product?
Q.3)why people not aware of your product.?
Q.4)why people don’t understand the benefits of your product.?
Our recent test marketing mailout (n=200) brought 10% of the recipients to our website. Is that a good hit rate? Problem is…not one sale yet.
Rick, without sales would you call that a success? Are you capturing more information from them or are they just landing on your site? Without conversion I fail to see it as a success, so what can you do to change that?
Excellent article, i never thought about it in that way. It just goes to show that it’s so important to re-think things. Again thanks for the input.